As a forward-thinking company with your eyes set on growth, you’re likely assessing every factor that drives your revenue and bottom line. Every year, you’re brainstorming ways to improve in the coming year, and that should include your packaging design. Research is a must, but don’t lose sight of the power of qualitative research. Effective packaging leaves people with an emotional reaction. Whenever consumers choose to purchase, their decisions often stem from a feeling or emotional response – the appeal that product packaging has to their preferences. This is why qualitative research into your target market is an important consideration.